Toronto, Canada - Hilite Outdoor, the first car-based digital media operator in Canada, today announced a partnership with Vistar Media, the leading global provider of software for programmatic digital out-of-home (DOOH). 

Hilite Outdoor will leverage the Vistar supply-side platform (“SSP”) to allow buyers to purchase Hilite’s digital inventory programmatically, via an open exchange or private marketplace deals. By bringing programmatic capabilities to car tops, agencies and brands now have the tools and flexibility to create dynamic, highly targeted campaigns across unique, highly-visible moving media.

“Advertisers are looking for ways to reach consumers while they are out and about and Hilite provides a unique opportunity to the Canadian market,” said Scott Mitchell, Managing Director, Canada at Vistar. “Now buyers can add car top inventory to their plans to truly reach their consumers on their path to purchase.”

“We were looking for a programmatic partner that is familiar with the mobility space and has verified success”, Ben Bowden, Director of Sales at Hilite Outdoor. “Vistar is the leader in programmatic and a trusted partner. From the first day we worked with their team to ensure our network was performing optimally so we can be a trusted source for buyers”